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How to optimize your ecommerce ad spend and budget for the best ROI – Search Engine Land

As advertisers, we want to maximize our PPC budgets for our clients But how do we do that? This article identifies eight areas where you can focus your optimization efforts to improve ROI. If you aren’t already doing these things – there’s time to start testing before we get into the throes of holiday planning and execution. Many advertisers get too focused on last-click conversion and revenue metrics and opt for bottom-of-the-funnel tactics. Don’t.  We saw a more than 50% decline in overall efficiency for an apparel brand when we decreased our investment in more awareness tactics. That was immediately reversed when… 

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